Growth != Experiments
I'm just gonna keep saying this till it lands.
It’s 2023, and we need to stop conflating growth with experiments.
Growth is the goal, and experiments are a tool to get there. The goal is not to experiment for the sake of it.
I still hear people telling me they don’t have the resources or the executive buy-in to experiment.
My question is: Well, what do you want to experiment with?
And they rarely have a clearly defined goal and problem.
Experiments are a tool to get closer to the truth of 𝘂𝘀𝗲𝗿 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆. When you don’t have data on certain user behavior, you can use experiments to create that data.
You need a goal, a hypothesis that might lead you to that goal and a clearly defined success metric BEFORE you start experimenting.
If I were a new growth professional, this is where I would 𝘀𝘁𝗮𝗿𝘁:
What is the goal? What is it that you want to accomplish? (Your growth goal)
Can you qualitatively define the important steps for a user to get there? (user journey)
Do you know how to measure success, aka what output metrics you are optimizing for? (activation, conversion, etc.
Do you know the input metrics that lead to those output metrics? (onboarding completion, checklist completion, etc.)
Can you track these metrics in data? (data instrumentation)
Can you identify friction points in the user journey from this data? Can you validate that with Hotjar or user tests?
Do you have a hypothesis of what will remove the points of friction?
Now, you may run an experiment to prove or disprove your hypothesis.
#growth #experimentation #plg
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